Your Business Photo – How To Solve The Problem They Pose

Professional people particularly those who work in the public arena need a recent, high-quality business photograph on file.  All too often, catch people empty-handed and a hasty, last-minute photo can blur an otherwise professional image.  When everything from personality to professional ability must be conveyed through a photograph, the pressure is on!  It’s smart to plan and be prepared.

When Do You Need A Business Photo?

Requests for business photos often come when an article by or about you appears in a newspaper, newsletter, or other business publication.  Frequently, sponsoring organizations to use your photo to publicize an upcoming program featuring you as a presenter or sometimes you being the lead person in an event.  Moreover, in the corporate setting, a business photo is also needed in the Annual Financial Reports

If an article is written about you, send along a photo with the advance article or press release.  Typical career events announced with a photo include the following:

• New job appointments
• Promotion or transfer
• Achievement awards
• Professional commendations

If an article is written by you, ask the editor if your photograph will accompany the article.  If so, send it along with the article.  If it is affordable, don’t ask, just send it.  Its very presence with the article may trigger the decision to print and that’s a plus for you, giving your article additional space and attention.

Business photos are regularly used in press kits, public relations and capability brochures, and professional membership directories.  They are part of your stock in trade.  If, due to expense, your photograph is not included with a media release or in your press kit, make a note at the foot of the release that your photograph is available on request.

Increase Your Face Value

Anyone using a photograph as a vehicle for self-promotion or advertising is smart to ponder this ancient prophetic statement:

            “One picture is worth a thousand words.”

A photograph tells a story.  It sends a visual message to anyone who looks at it.  The primary objective of your business photograph is to sell or promote yourself, your abilities, ideas, services, or products. Your visual message must be of the highest quality.  If one or more of the components in the photo is not up to par, the visual message breaks down and runs the gamut from good to bad to terrible, no sale!  If every component is appropriate and qualitatively correct, the visual message is one of excellence.

The accuracy of the image you present in a photograph is referred to as image integrity; the way you are consistent with whom you say you are and what you do.  Considering the face only, we refer to face validity.  The more accurate, appropriate, and attractive you present yourself, the greater the face validity or perception that you are a person of substance.  Simple aesthetics increase the probability that your abilities, ideas, services, or products will be viewed and considered favorably.

When the visual message is one of excellence and face validity is high, your business photo demands attention and creates an open invitation to become acquainted and associated with you.  It is a professional investment that gives you an edge in achieving your goals or objectives.  To achieve your objectives, rely on the guidelines that follow.

Basic Head Shot

• A glossy, black and white, head and shoulders shot is generally all that is required.
• Black and white prints are clearer in newspapers.
• Including more than the head and shoulders in the photo serves only to reduce the importance of your face.  Such photos should be cropped above the chest.

The Photographer

• Shop around for a professional photographer, preferably a commercial photographer who has experience with business and press photos.  A family or bridal photographer generally caters to a different set of non-business needs.  His approach may not meet your business needs.
• Make note of photographic credits under pictures in the local newspapers and magazines.  Note good and bad observations.  Staff photographers often freelance and are happy to work with you.

The Photography Studio

• If your time allows, visit the photography studio.  A family photographer’s office is likely to be quite homey or elegant, but don’t expect every commercial photographer’s studio to be plush. It may be located in an industrial area, which emphasizes adequate open space and storage capacity.

• Request to see examples of business photographs before you commit yourself to a sitting.  He or she may have a portfolio for review.

The Cost

• Take time to discuss the price.  You must have a complete understanding of what the photographer has to offer and your obligations to pay.
• Cost is generally higher in large urban areas and less in small or rural communities.

Note: This article was previously published in the printed issue of The Corporate, Guide and Style for Professionals Magazine.